By Federico Calabrese
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At the end of April 2025, Atalanta announced it had signed a multi-year agreement with New Balance, starting from the 2025/26 season.
The agreement includes several components: New Balance will be the club’s Official Kit Sponsor, meaning it will supply match kits, training apparel, equipment, and accessories. A digital marketing and “community activation” plan is also expected, aimed at fans both locally and beyond. Global distribution: official products will be sold in New Balance stores worldwide.
How much did Atalanta earn with Joma?
To understand the potential improvement from this agreement, we need to look at what Atalanta was receiving from its previous technical sponsor, Joma. According to sources, the contract with Joma guaranteed the club around €2.5 million per year. That amount also included the value of the technical material and supply (not just “cash” payments).
The figures of the New Balance deal: estimates and uncertainty
Currently, there are no official confirmations from Atalanta or New Balance regarding the exact value of the new deal.
However, it’s reasonable to expect an increase compared to the €2.5 million received from Joma. Some sources estimate the agreement’s value to be between €3 and €4 million per year. It’s likely the new contract includes bonuses tied to objectives (e.g. Champions League qualification, merchandising sales, sporting performance), although there are no specific confirmations about these clauses.
A technical agreement like the one with New Balance is not just about “a sum of money + kits”: other economic and strategic aspects matter:
Merchandising revenue share – It’s unclear what share of sales (shirts, apparel, accessories) goes to the club. In many similar deals, the technical brand keeps part of the revenue, while the club receives a royalty.
The fact that products are also sold in global New Balance stores could increase sales, but it heavily depends on numbers, logistics costs, customs duties, etc.
Technical value of the contract – This refers to the non-cash value: shirts, apparel, and supplies that New Balance will provide to Atalanta. This “in-kind” value is an important part of the package but is not always publicly disclosed transparently.
International visibility and marketing – Thanks to New Balance’s global network, Atalanta gains visibility in international markets. Not only in terms of sales but also in awareness: more exposure, more recognition of the Atalanta brand, which could translate into future value (commercial sponsors, merchandising, even more lucrative technical deals, tours, etc.).
Performance bonuses and results – If Atalanta manages to maintain or improve its level in Italy and Europe (Champions League, placements, wins), it could earn bonuses that further improve the deal. Additional revenue from fan polls or merchandise tied to success can also play a role.
Comparison with other Serie A clubs
To put things into perspective: top-tier clubs (Juventus, Milan, Inter) have technical sponsorship deals with significantly higher figures, both in terms of value and international visibility. For example, Juventus earns tens of millions annually from Adidas.
Clubs in Serie A’s “second tier”, with solid sporting performance but less global brand recognition, typically earn between €2 and €4 million from their technical sponsor, depending on the terms. With Joma, Atalanta was already at the lower end of that range, earning €2.5 million.
If the New Balance deal indeed brings in €3–4 million, it would push Atalanta more toward the upper-mid range of the second tier, improving its contractual power.
The future
Here are the tangible benefits for the club, as well as the risks or uncertainties: increased fixed income from the new technical sponsor, helping to strengthen the sports budget (salaries, transfers, infrastructure). Improved merchandising – with global sales, the volume of shirts sold could multiply, especially considering that a significant share of Atalanta product buyers already comes from abroad.
Brand reinforcement – New Balance is a globally recognized brand. Wearing “NB” gear can boost perception, prestige, and potentially attract more commercial sponsors.
Design and product innovation – the new 2025/26 kit, for example, features details that blend tradition and modernity. This can enhance fan appeal and drive sales.
In conclusion, the transition from Joma to New Balance represents a significant upgrade for Atalanta, not only economically but also strategically. If the estimates are confirmed (€3–4 million/year), the club would see an increase of at least 20–50% compared to the amount guaranteed by Joma (€2.5 million). To this must be added the intangible benefits: global visibility, greater appeal to international fans, and the potential for stronger merchandising.
Atalanta is consolidating its position not only as a solid club in Italy but also as a recognized brand in Europe. The deal with New Balance is an important step in that growth. It’s now up to the club to make the most of it, by managing all aspects: design, distribution, fan loyalty, product quality, and performance on the pitch.
